Main Article Content

Abstract

This study aims to reveal the significance of the commodification of da'wah and Covid-19 in the Gojek advertisement version of the 2020 Ramadan comic. Currently, the urgency of advertising is not only a means of promoting products and commodities, but has also become a commodity it self that has a selling power to gain financial benefits. A commodity is judged not based on its ability to meet one's needs but by what it brings to the market. Advertising is a strategic pillar that will be utilized by producers, including producers of Gojek transportation service providers. This study uses a critical paradigm, a qualitative approach, and Charles Sander Pierce's semiotic method. The object of this research is the Gojek ad version of the 2020 Ramadan comic with a duration of one minute, twenty-three seconds. The results showed that there was a commodification of da'wah and Covid-19 in the Gojek advertisement version of the 2020 Ramadan comic. This was shown by various evidences such as the visualization of the preaching of Ramadan, the title of the ad depicting the figure of ustaz or preacher, messages of preaching in the form of an invitation to be aware of viruses Covid-19, praying at home, avoiding crowds, the example of preachers not to shake hands, maintaining distance, and inviting them to wear masks. The Gojek advertisement also contains messages of worship at home using Gojek, alms using Go Give, sending food using Go Food, and inviting to set aside fortune for drivers so that it is worth a blessing.

Keywords

Commodification ; Covid-19 Da'wah Gojek Ads

Article Details

How to Cite
Miftahul Huda, M. H. M. (2020). Komodifikasi Dakwah dan Covid-19 dalam Iklan Gojek Versi Komik Ramadhan 2020. KOMUNIDA : Media Komunikasi Dan Dakwah, 10(02), 261-288. https://doi.org/10.35905/komunida.v10i02.1587

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